‘Hear It. See It. Feel It.’
Premieres Tonight On ITV
Today (Saturday 3rd October), Global, the Media and Entertainment group, launches its first ever multi-brand TV ad campaign, celebrating its brands.
For the first time, Global showcases its breadth of brands, personalities and moments, bringing together its leading commercial radio brands and outdoor portfolio together with Global Goodness (Global’s work in the community) all set to the music of ‘Radio Ga Ga’ by Queen.
As well as some of Global’s most loved presenters including Jamie Theakston, Amanda Holden, Roman Kemp and Chris Moyles, the 60 second TV ad features some of the biggest names in music from Harry Styles to P!nk, Michael Bublé, Little Mix, Stormzy and David Guetta. There are also unforgettable moments such as iconic live performances from some of Global’s biggest events.
The TV ad premieres tonight on ITV during Britain’s Got Talent, on VOD and social media.
The new campaign comes as radio enjoys a resurgence in listening, with strong growth across Capital, Heart, Classic FM, LBC, Smooth, Radio X, Capital XTRA and Gold. The ad also coincides with the launch of another new UK-wide station this week from Global, Capital Dance, fronted by DJ legend MistaJam.
Despite the worldwide pandemic, hours spent listening to Global’s radio brands increased 52% March to August this year*, whilst many people formed new habits around their work and home lives. With more people working from home and the proliferation of smart speakers (3 in 10 adults now own one**) radio is truly thriving in the new normal.
Adam Johnson, Chief Marketing Officer at Global, said: “Radio has played an integral role in keeping the nation going throughout months of instability. Global’s radio brands have adapted and thrived in this ‘new normal’ and, in the past few months alone, we have
created so many heart-warming, funny and unforgettable moments, many of which feature in this ad. Whether people are working from home or in essential roles supporting our communities, radio is a welcome distraction and a companion as well as a trusted source of information with a familiar voice. The past few months have highlighted that radio is one of the few media channels that has never been more relevant.”
“Radio Ga Ga was a modern record when it was released in 1984 and thankfully seems to have stood the test of time. For this reason, I was delighted that the track has been chosen to advertise Global especially as radio is enjoying a surge in popularity with its unique ability to provide information, entertainment and companionship to listeners in these strange times.
The song was after all a kind of bittersweet love letter to radio, which was under attack from video at the time.
Our Queen catalogue has certainly benefited from this relationship and with the October 2nd release of our new live album ‘Queen + Adam Lambert Live Around The World’, we hope our music can continue to be heard by Global’s radio listeners for years to come.”
Roger Taylor OBE, Queen drummer and writer of the track ‘Radio Ga Ga’